Panoramic insights into China’s new generation: lifestyle, consumption, and value matrix
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This generation exhibits several distinct characteristics:
- They are digital natives. Growing up in an era of widespread internet access and mobile technology, these young people are accustomed to digital consumption and online social interaction. Survey data indicates they spend an average of more than 4 hours online daily, with approximately 70% of that time dedicated to social media and short video platforms.
- They value personalisation and self-actualisation. This generation places greater emphasis on self-expression and seeks to showcase their individuality through their consumption choices.
- They are generally well-educated, with 80% of the new generation holding a college degree or higher, and more than half have a bachelor's degree.
- They demonstrate a strong sense of social responsibility and inclusivity. Approximately 70% of the new generation have participated in public welfare activities, with a particular focus on environmental protection and social justice. Furthermore, 75% support gender equality, multiculturalism, and diverse perspectives.
- They possess a global outlook and a strong sense of national pride, with about 60% having experience living or studying abroad, and approximately 80% expressing pride in China's traditional culture and history. They are resistant to negative portrayals of the country.
- They maintain an optimistic outlook on the future, with around 85% confident about what lies ahead, believing that technological progress and societal development will bring expanded opportunities.
This survey provides an in-depth analysis of multiple dimensions of China's new generation, covering lifestyle, consumption behaviour and trends, as well as their core values and aspirations.
- Lifestyle: The study explored daily routines, hobbies, and social and leisure preferences, aiming to reflect the diverse ways of life among young people.
- Consumption behaviour and trends: The study analysed their purchasing habits, brand preferences, fashion choices, and openness to emerging consumption models such as second-hand transactions, offering a comprehensive insight into their consumer mindset.
- Values and aspirations: The survey delves into their pursuit of success and happiness, exploring their values and goals that shape their lives.
Our previous editions of consumer survey reports have demonstrated significant variations in values and preferences across different age groups, genders, and cities. Therefore, this research will continue to focus on these differences and further analyse the lifestyles, consumption patterns, and values of various subgroups, offering a range of cutting-edge insights. Our goal is to deliver actionable insights for clients, partners, and industry professionals, enabling them better understand and engage with the new generation in the increasingly diverse Chinese market. We aim to provide robust references and inspiration for the industry at large.